Consumer Preferences for Organic and Fair Trade Chocolate: Implications for Sustainable Agriculture in the Developing World

This paper examines results of a consumer survey measuring consumer awareness
and attitudes concerning two labels, certified organic and certified Fair Trade. These labels
provide information about the social, economic and environmental sustainability of the
production and marketing practices of goods imported from the developing world. Conjoint
analysis is used to measure how consumers value organic and fair trade compared to other
attributes like price. Results indicate favorable attitudes and value placed on these the
sustainable attributes, and imply a role for these labels to provide incentives for the adoption of
more sustainable practices.